When you are looking to build, analyze or improve your site for lead generation marketing purposes, a close examination of the websites key performance indicators (KPIs) should be a priority. It is crucial to track online leads and understand how these leads can convert into offline sales.

As we all know, the purpose of lead generation marketing initiatives is to capture information about a visitor and use this information in future marketing promotions and communications. This information is gathered through the use of newsletters, surveys, information requests or product registration and are considered the KPIs of the website.

For each of these lead-generation KPIs, there are a number of important metrics to analyze in order to improve the websites lead generation marketing efforts. Some of the most common metrics include:

Conversion

• This calculation tells you if the visitors are doing what what you want them to do. In this case, are you getting the visitor to leave their contact information. It is the ratio of leads divided by site visits.

Conversion by campaigns

• This shows how visitors from different campaigns or visitor segments convert to leads. Are your newsletters sign-ups drawing more leads than your survey or product offers? Understanding which lead generation marketing techniques are working best allows you to further segment your audience.

Drivers to registration process.

• Look at what content leads visitors to the registration process and ultimately drives them to register and become a qualified lead and eventual customer.

Step-by-step conversion analysis of the registration process.

• This tells you if there are possible flaws in the registration process. Is the process too long? Is it asking for too much information. Find out why visitors are dropping out of the process midway. They were obviously initially interested, so what happened?.

Registration process dropouts analysis

• When people drop out of the registration process, you want to know where they went next. Did they leave the site completely? Did they look for other information on the site? This can give you an idea as to how to implement a better registration process to ensure you get the lead.

Conversion of leads to actual customers

• Besides just knowing what types of lead generation options drive the most visitors to register on your site, it's also important to understand if and how those visitors ultimately convert into customers.

Lead-generation sites have been undervalued in the past, but that is not the case anymore. Businesses are now realizing they have the potential to drive significant revenue. A thorough analysis of these KPIs is the first step toward maximizing the return on investment (ROI) of your online business and your lead generation marketing efforts.